Farmers Sell Clothes: 80 Thousand Orders A Day.

Recently, the 2015 Shandong textile and clothing exhibition fair was launched at the main venue of Ji'nan Shun Geng International Convention and Exhibition Center. Reporters felt at the exhibition site that Internet technology is gradually reshaping the traditional industrial economic mode of the textile and garment industry.

There are 280 households in 300 households in Ting Lou village, which offer more than 90% of the total number of households in the Taobao shop, and more than 400 households in Zhang Zhuang village, and over 80% of the village's personnel are engaged in network marketing. In Caoxian, Heze, there are 6 costumes, Taobao village.

Including the farmers' electricity providers in the big towns, at the textile and clothing exhibition fair, Shandong, a good product, serves as the fourth party network marketing management service platform, bringing together 430 textile and garment business enterprises in the province to link them with Alibaba and other well-known domestic e-commerce platforms, creating a "never ending exhibition."

In the large town clothing business exhibition area, the reporter did not see the person in charge of the electric business enterprise. Zhang Hui, director of the Taobao Industry Office of the big town, explained that the main products of the farmers' electricity supplier in the town are Costume It accounts for the 80% share of Taobao's category, which is now the hottest season of the year before children's day. Sales can account for 2/3 of the year, and 80 thousand express pieces are issued on the day of May 20th. "These bosses are too busy now to really get out of the way."

The large town is a traditional agricultural town with two provincial-level poverty-stricken villages, and Fu Hai village is one of them. In 2013, the villager's per capita income was three thousand or four thousand yuan in 2013, and after the government guided the express business of e-commerce, young and middle-aged migrant workers went home to start their own businesses. In 2014, the average annual income of villagers reached five thousand or six thousand yuan, and more than 400 people were lifted out of poverty.

"The higher the standard of living, the better the costume market." Zhang Hui Told reporters, the big town in the past clothing Production is small and scattered family workshop, since the government began to support in 2013, now registered 157 clothing companies, and has generated over 10 million yuan of electricity providers.

Zhang Hui said that the annual sales volume of e-commerce in the big town is 500 million yuan, which is expected to exceed 61 yuan this year, which will exceed 800 million yuan in 2014.

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Chinese consumers are not accustomed to luxury goods in the mainland will also be discounted, but abroad, promotional price reduction is a luxury brand selling surplus commodity routine means. "Even the luxury brands of the global front line, such as Chanel and Hermes, will hold a special invitation sale in Paris. In fact, everyone can rush to buy. " Michel Gutsatz, for example. By the way, there are many selling channels for bags, shoes and clothing on behalf of the market.

Previously, most of the discount activities of luxury brands in China were strictly adhered to the directional invitation system. Only the top customers would receive the invitation notification, and it was the first time that the full publicity campaign was launched to the public.

Open sale to the public. Some of the consumers who queued up for goods had never bought Gucci before, and never even entered Gucci stores. Preferential activities undoubtedly reduce the threshold of luxury goods and make more and more people become luxury brand customers. However, a big discount is a kind of destruction to the luxury brand image, which is the scarcity and the desire for possession, so that luxury can be regarded as luxury.

The original LV general manager's Vincent Bastien is a strong opponent of luxury promotion activities. He even believes that any product with promotional activities can not be called luxury, unless special preferential treatment is given to special customers under certain circumstances, such as loyal customers, senior members, etc.

"Luxury is a kind of earned goods. The greater the resistance, the stronger the desire that people want. Real luxury goods, such as LV's Alma launched in the 80s of the last century, are still hot money, so the brand will never have "clear inventory" concerns. Bastien said in an interview with the interface.

The same view also includes Mario Ortelli, an analyst at Sanford Bernstein (Sanford C. Bernstein) investment company. Luxury goods often emphasize their scarcity and exclusiveness, which happens to be the foundation of their lives. "The sale of surplus products in Ortles is less affected," he said.

Compared with Gucci, Hermes and Chanel usually arrange for the sale of large discount outside the price store to rent three or four days for promotional activities. It will not affect the normal sales activities, nor will it leave the impression of "discount" and "cheap" to the outside world.

However, you may wonder if it is the end of season, why does it happen that the brand will start selling this year?

In January this year, China's luxury market research report released by Bain, a consultancy, pointed out that China's luxury market, which has been growing rapidly for many years, is no longer the first time, and the annual sales growth is negative for -1% for the first time. The first quarter performance report released by Gucci, the parent company of Kai Yun group, shows that its profit core Gucci sales performance is lower than expected in the first quarter, a drop of 7.9% compared with the sales volume, of which the Asia Pacific region decreased by 10% compared to the same period in 2015.

Hongkong, which accounted for 10% of global luxury goods sales, was hit hard at the beginning of this year. Due to the reduction of tourists and the blocking of hub traffic, Hongkong's watches, jewellery and expensive electronic products were hit. Its Richemont, which owns Cartire, Jaeger Le Coulter and Jaeger Le Coulter, fell sharply in the Asia Pacific region in the third quarter. Similarly, the latest report of Italy luxury brand Prada shows that sales in the Asia Pacific region have dropped by 7% over the same period, due to the impact of "blocking" traffic in Hong Kong and Macao markets.

In addition, Chinese luxury customers began shopping overseas. As the yen, euro and South Korean won go down, Hongkong is no longer the preferred place for holiday shopping, let alone buying huge luxury goods in the mainland. Luxury prices in China are generally 40% higher than in France due to import taxes and luxury pricing strategies overseas. So this wave of discount can lead to long queues, to some extent, indicating that the price of luxury brands in China is returning to a more rational level.

Gucci Shanghai Golden Eagle shop queue is still continuing, the crowd is still no signs of decline. According to Bloomberg news, Gucci intends to continue the promotion until June. Another latest news is that since May 29th, Prada has also launched 50 percent off special sale activities in Hongkong.

The luxury discount season has just begun.